Research On Marketing Strategy Of Redcollar Clothing

The output of our country clothing textile occupies to the absolute superiority in the world, it also has multitudinous clothing brand on domestic at present. However, our country is also one country that lacks the well-known brand. Along with the foreign famous brand gradually enters our country; the domestic clothing profession competition becomes intense day by day. For this many clothing enterprises develops the retailing channel, adopts each retailing method, does not hesitate the value contention customer; Price war is unceasingly like a raging fire between the competitor, the sells terminal faced with the meager profit even negative profit. Most enterprises feel urgently"exhaust the bag of clumsy tricks"with difficulty extricates oneself actually. The Redcollar clothing is the regional brand in Shandong Province clothing profession, its development is also facing the similar all sorts of questions.Therefore, how the Redcollar clothing does locate its goal market according to the enterprise own situation, how it adopts the more scientific effective marketing strategy, to establishe its brand gradually, expanded enterprise's market share, has become the question that Redcollar clothing needs to solve urgently.This article mainly uses unifies research technique of the theory to elaborate and the practice induction, the real diagnosis research and the standard research, launches the thorough research on the marketing strategy question of Redcollar clothing.It makes every effort to provide the certain instruction significance for the Redcollar clothing marketing strategy decision-making and its long term development, also hoped it can have the "offers a few ordinary introductory remarks so that others may offer their valuable ideas" function for enterprise's development of our country clothing profession.This paper divides into seven chapters. First chapter is the introductory remarks partial. Second chapter mainly elaborated the market competition theory, the behavioral theory of consumer buying, the market subdivides and market localization theory, and the marketing mixstrategies theory as well as the brand marketing theory. The third, four, five, six chapters are the core contents. The paper first uses the actual investigation, the Visit and conversation deathly as well as the baud "five factors models" competition analysis method, the model of behavioral theory of consumer buying and SWOT analysis method, carried on the thorough analysis of the marketing present situation and marketing environment;uses the market Subdivides theory and method, to subdivide the clothing market subdivided through chose six variables, and formed the clothing market subdivide module, according to that, it carry on the choice and analysis of Redcollar clothing goal market . On that foundation, the paper proposes the product strategy, price strategy, channel strategy, promotion strategy and brand strategy of Redcollar clothing market marketing ,using marketing mix strategies theory and the method. It also proposed the pointed implementation suggestion, mainly includes: does the transformation of marketing idea, carries on the suitable adjustment to the existing marketing organization, as well as does management and the drive on the marketing troop. The last chapter is the conclusion partial.